The Approach
We deeply explored all aspects of the multi-faceted relationship between dog owners and their dogs; in particular the tensions, motivations and drivers behind their food choices.
We deconstructed the category to get a clear picture of how the brand and the brand’s full range is perceived and experienced, and how it fares against the competition. We explored the different levers that create differentiation within the category and measured how the brand currently performs against them. We introduced owners to three different innovation concepts, focused on creating a deeper connection with the brand based on trust; trust that the brand is balancing their need to provide a food their dogs deserve at a price that fits within their budget.
